We asked Penny to compose a message to the industry, which was presented in the 40th anniversary NMA gala program and comprised the basis of her acceptance speech at the gala. Here are Penny Caldwell’s complete remarks.

The Space Between

I am honoured to receive this award and extend my sincere thanks to the National Magazine Awards Foundation, to my colleagues who nominated me, and to the many people who have contacted me since the news was announced.

Recently, a student at Cottage Life asked me what I have learned over the nearly forty years that I have worked in publishing. The best advice, I told her, was to manage your expectations but keep dreaming, work hard, be patient, and be adaptable.

That advice came to me from Doug Creighton, the founding publisher of the Toronto Sun when, fresh out of university, I was looking for a job. A family friend had arranged the interview, and Doug said he could probably get me a job on the copy desk working the night shift. What a thrill to imagine being part of a big daily newspaper, even as a proofreader on the night shift. Then he advised me not to take the job. Go out, he said, and find a place at a small newspaper where you will learn to do everything. So I went home and applied to every community newspaper across Canada, and I got a job as a sports reporter and columnist at the Whitby News Advertiser in Ajax.

The newspaper’s editor and senior reporters taught me a lot about crafting compelling stories. When one of the girls on the basketball team was fatally attacked by another student, I even covered a murder. But I recall the day I heard some surprising news: that the purpose of the stories we poured our hearts into was to fill the space between the ads.

If only it were that simple.

Fast forward. Most of us here tonight are still inescapably seduced by the power of storytelling. And while we can’t lose sight of the reality that, yes, in our legacy business the stories have traditionally been what fill up the spaces between the ads, we comfort ourselves that good content comes out on top. Content is king. Our readers pay for the content. Our advertisers pay to be close to the content. How close? Well, that’s the million-dollar question, isn’t it?

Ads are no longer simply adjacent to content,. Now they pop up in the middle of the stories—online and on our TV screens. Not that this is new. Who here remembers the issue of Saturday Night magazine in the late ‘90s, in which an excerpt of Mordecai’s Richler’s “Barney’s Version” was typeset to wrap around a vodka bottle? “Absolut Mordecai.”

While the business model for paid advertising evolves, so does our distribution method. Our world now includes an audience that doesn’t expect to have to shell out for content. And so, in an effort to attract the big numbers—not to mention big data—we give away our valuable content for free on our websites, on other digital channels, and in e-newsletters. Our advertising partners, who in the past clamoured to be close to the content, now want to be the content. Our industry has survived the inventions of radio and television, but I don’t know of a time in which magazines have been under more pressure to reinvent themselves—because with new technology we can, and because with new technology we have to. We now compete in more places and in more ways than ever for our customers’ time and money.

My twenty-year-old, idealistic, sports-reporter self says, what has the world come to? My present, practical business self says disruption happens, get on with it. The magazine industry must adapt—all of us here—in order to keep growing. We are going to have to find new sources of revenue, new innovative ways to engage our audiences that they will pay for. And that means learning everything possible about our customers. We’re going to have to find out what’s important to them, and tap into that passion.

My optimistic self says, we can do this. Yes, because we don’t have a choice if we want to survive. But also because as magazine creators we are very, very good at captivating audiences with compelling stories. Magazines are still a highly authentic, trusted platform whose halo has already enabled our industry to expand far beyond print into mega media brands comprising digital, social, video, audio, events, stores, merchandise, and even restaurants. If we continue to tell compelling, relevant stories, in whatever form, the audience will be there and they will pay. We still need good, high-quality content and the talented creators behind it. We still need to recognize its value in our business.

Tonight, we celebrate excellence. Tonight, we celebrate the creators. And tonight, I offer congratulations to those of you—editors, art directors, writers, photographers, illustrators, and publishers—who know how to tell the powerful Canadian stories that have such a profound influence on our society.

Finally, I would like to end with a thank you to Cottage Life, and particularly to Al Zikovitz, my mentor, friend, and long-time boss, who every day teaches me something new about hard work, being adaptable, and chasing your dreams.

ABOUT THE OUTSTANDING ACHIEVEMENT AWARD
The NMAF’s most prestigious individual prize is the Foundation Award for Outstanding Achievement, an award that recognizes an individual’s innovation and creativity through contributions to the magazine industry.

The award is open to circulation experts, editors, marketing, sales and promotion professionals, publishers, creators, designers, production managers – in short, to everyone in the industry. It cannot be given posthumously. The annual deadline for nominations is March 1.

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The National Magazine Awards Foundation (NMAF) has presented the winners of the 40th anniversary National Magazine Awards at a gala this evening in Toronto at the Arcadian Court. Nearly 300 of Canada’s top magazine writers, artists, editors, art directors, publishers, and other guests representing 75 nominated magazines gathered to recognize and celebrate excellence in the content and creation of Canadian magazines in 2016. Gold and Silver medals were presented in 25 categories recognizing Canada’s best in magazine writing, art, and design.

Prime Minister Justin Trudeau delivered a welcome message to the audience via video, congratulating the nominees and winners and praising the important work of Canada’s magazine creators.

The Foundation presented Gold and Silver Medal awards in 25 categories at a ceremony co-hosted by Kim Pittaway, Michael de Pencier, and D.B. Scott—three of Canada’s most respected journalists and publishers, and all former winners of the Foundation Award for Outstanding Achievement. Indigenous writer and Gold Medalist in the Essays category, Alicia Elliott, delivered the keynote address, urging all Canadian magazine creators and publishers to recognize their role in educating and informing the public about the complex social and cultural issues of our time, including empowering Indigenous voices and perspectives in the media.

Penny Caldwell, publisher and vice-president of Cottage Life Media, was presented with the 2017 Foundation Award for Outstanding Achievement, the highest individual honour in the Canadian magazine industry, which recognizes an individual’s innovation and creativity through contributions to the magazine industry.

MAGAZINE OF THE YEAR

Canada’s 2017 Magazine of the Year is Cottage Life. The award for magazine of the year goes to the publication that most consistently engages, surprises, and serves the needs of its readers. The award is judged according to four criteria—overall quality, impact, innovation, and brand awareness—and success relative to the magazine’s editorial mandate.

With a clear and creative editorial strategy that is loyal to their brand, audience, and business, Cottage Life continues to diversify its mandate, grow its readership, and excel at publishing. The magazine’s tone is perfectly playful, its stories educate and delight, and its story packaging is alluring. Cottage Life has demonstrated creativity and excellence in evolving its brand through events, shows, and multimedia—reinventing itself again and again. And throughout its evolution, the magazine itself remains fresh and fascinating.
—The National Magazine Awards Jury

INTEGRATED AWARDS

This is a beautiful execution of a well-thought-out idea, from its concept right down to the smallest detail. Report on Business’s “General Dynamics” cover is a masterful example of having graphics work harmoniously with type to create the impression of a must-read story within. It’s engaging and unexpected—the forbidden, blacked-out words suck you in immediately. A truly remarkable and successful magazine cover.
—The National Magazine Awards Jury

This Editorial Package from Caribou is a delicious invitation to the table set around the concept of Nordicité, where a meal of uniquely Québécois flavour is served. On the menu are cozy stories and tasteful photography of matsutake mushrooms, maple syrup, boreal spices, and wild berries. The package has the benefit of relying almost wholly on the support of readers and presents them with a carefully thought out series of articles that complement the topic and each other—all editorially handpicked and beautifully plated for our enjoyment.
—The National Magazine Awards Jury

“Breast of Luck” from Today’s Parent epitomizes service journalism. The team approached the issue from various perspectives, offering up multiple entry points. It feels exceptionally relevant—these are the real questions people ask about breastfeeding. It’s beautifully designed, very well written, funny, informative—the practical information is hands-on and useful. Whether you read it closely or simply skim, it has something for every reader.
—The National Magazine Awards Jury

Beautifully drawn, informative, and concisely written, “Rosemont Petite-Syrie” is a powerful and graphic way to show the response of two families to the Syrian refugee crisis. The piece seamlessly weaves text and illustrations that speak to one another and the reader without seeming redundant. It’s an exemplar of the comic-book genre—and bilingual, to boot.
—The National Magazine Awards Jury

Forty years ago the NMAF set about building a coalition of institutions to form the foundation of what would become the National Magazine Awards. The goal was to create a truly national program that would recognize individual excellence in the many aspects of the magazine industry. Forty years later that legacy has endured. Tonight we have recognized the outstanding work of Canada’s magazine creators. Congratulations to all the nominees and winners—you have truly inspired the future of great journalism in this country.—Nino Di Cara, President, NMAF

INDIVIDUAL HIGHLIGHTS

Writer Nancy Macdonald won two awards: A Gold Medal in Profiles for “This is How I’m Going to Die” (Maclean’s), about the Leviathan II disaster, and a Silver Medal in Investigative Reporting for “Justice Is Not Blind” (Maclean’s), about the bias against Indigenous Canadians in the judicial system.

Mary Rogan won the first NMA Gold Medal for Long-Form Feature Writing, for her story “Growing Up Trans” (The Walrus). It’s Rogan’s third National Magazine Award and first since 1999.

Art director Domenic Macri of Report on Business won the Gold Medal for Best Magazine Cover (“General Dynamics”), his and the magazine’s fifth gold medal in this category since 2006.

Pierre Fortin (L’actualité) won the Gold Medal in Columns, for his Québec « Économie » coverage. This is Fortin’s fourth gold medal in Columns since 2003.

Don Gillmor won his twelfth National Magazine Award since 1997, a Silver Medal in Essays for “A Poet Self-Destructs” (The Walrus).

Joe Castaldo won the Gold Medal in Investigative Reporting for “The Last Days of Target” (Canadian Business). He won the Silver Medal in the same category in 2015.

In Personal Journalism, Edmonton writer and visual artist Benjamin Hertwig won the Gold Medal for “The Burn” (Prairie Fire). The story of the late John Hofsess, “By The Time You Read This I’ll Be Dead” (Toronto Life), about assisted dying and preparing to take his own life, won the Silver Medal.

Andrew Braithwaite won the Gold Medal in Service Journalism for “Canada’s Best New Restaurants 2016” (Air Canada enRoute), marking the second consecutive year he and the magazine have won gold for their annual feature on Canada’s newest culinary hotspots.

Ray Ford won his eighth National Magazine Award since 2000 with a Silver Medal in Short Feature Writing for “The Cutting Edge” (ON Nature).

MAGAZINE HIGHLIGHTS

L’actualité led all magazines with 3 Gold Medals, winning the top prize in Feature Writing, Columns, and Illustration.

The Walrus led all magazines with 6 awards (2 Gold Medals and 4 Silver Medals). This is the tenth time in the magazine’s history that The Walrus has won the most total awards at the NMAs.

Report on Business won 3 awards, including a Gold Medal for Best Magazine Cover (“General Dynamics”) and Silver Medals in Best Service Editorial Package and in Profiles.

The New Quarterly won the Gold Medal in Fiction and in Poetry, marking the second time that the Waterloo, Ontario literary magazine has swept both awards (also doing so in 2003 at the 25th anniversary National Magazine Award).

NOW Magazine’s “Love Your Body” issue was a double winner, taking the Silver Medal in Portrait Photography and the Silver Medal in Best Words & Pictures.

Nouveau Projet won 2 Gold Medals, in Art Direction of a Single Magazine Article (« Le politique est personnel ») and in Words & Pictures (“Rosemont Petite-Syrie”). Nouveau Projet won Magazine of the Year in 2015 and was a finalist this year.

The online magazine Hazlitt won 2 Silver Medals, in Fiction and in One of a Kind.

Today’s Parent won 2 medals: Gold in Best Service Editorial Package (“Breast of Luck”) and Silver in Art Direction of a Single Magazine Article (“Give Peas a Chance”).

7 magazines won a National Magazine Award for the first time: Atlantic Business Magazine; Caribou; esse Arts + Opinions; Hakai Magazine; Jeu, Revue de théâtre; Listed; and SAD Mag.

SPECIAL GUESTS

Toronto Mayor John Tory also addressed the gathering via video to offer his congratulations to the nominees and winners and offer his support for Canadian magazine creators.

Alicia Elliott delivered the keynote address. Alicia is a Tuscarora writer from Six Nations, currently living in Brantford, Ontario. Her writing has most recently been published by CBC Arts, Room, Grain, The New Quarterly and The Malahat Review. Later in the evening she won the Gold Medal in Essays for “A Mind Spread Out on the Ground” (The Malahat Review).

For the 40th anniversary National Magazine Awards, the NAMF welcomed a number of its former winners of the Foundation Award for Outstanding Achievement, led by Kim Pittaway, Michael de Pencier, and D.B. Scott, who co-hosted the event.

Also attending and presenting awards as former winners of the Foundation Award for Outstanding Achievement: James Ireland, Sally Armstrong, Ken Rodmell, Lynn Cunningham, Stephen Trumper, Al Zikovitz, and Paul Jones.

ABOUT THE 40th ANNIVERSARY NATIONAL MAGAZINE AWARDS

Nearly 300 members of the Canadian magazine industry—publishers, editors, art directors, writers, photographers, illustrators, circulators and more—joined esteemed sponsors and other guests at the Arcadian Court for the 40th anniversary National Magazine Awards gala.

This year, 197 Canadian magazines from coast to coast to coast—English and French, print and digital—entered the best of their editorial and design to the National Magazine Awards, submitting the work of more than 2000 writers, editors, photographers, illustrators, art directors and other creators. The NMAF’s 112 volunteer judges nominated a total of 202 submissions from 75 different Canadian magazines for awards in 25 written, visual, integrated and special categories.

ACKNOWLEDGEMENTS

The NMAF gratefully acknowledges the support of the Government of Canada, the Ontario Arts Council, and the Ontario Media Development Corporation.

The NMAF gratefully acknowledges its 112 Judges who volunteered their time and their expertise to serve on the juries for the 40th anniversary National Magazine Awards.

ABOUT THE NMAF

A charitable foundation, the NMAF’s mandate is to recognize and promote excellence in content creation of Canadian print and digital publications through an annual program of awards and national publicity efforts.

The Foundation produces two distinct and bilingual award programs: the National Magazine Awards and the Digital Publishing Awards. Throughout the year, the Foundation undertakes various group marketing initiatives and professional development events.

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There are more than a thousand magazines in Canada, and each begins with a premise of delighting, surprising, and serving the needs of a community of readers. Whether they cover business or fashion, sports or food, poetry or investigative journalism, city life or international news, Canadian magazines succeed when they pursue top-quality storytelling, compelling design and packaging, innovation, and an awareness of their brand’s relationship to current and future readers.

The NMAF’s judges considered magazines from across the country for our most prestigious award, according to rigorous criteria of quality, impact, innovation, and brand awareness, relative to each magazine’s editorial mandate.

Cottage Life

Cottage Life’s mission is to enhance and preserve the quality of cottage living, for cottagers whose cottages range from simple, off-grid-cabins to luxurious getaways. Strong how-to and service stories, inspiring ideas and tips, and engaging features about interesting cottagers allows the magazine to entertain and inspire.

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Cottage Life is also nominated for a 40th anniversary National Magazine Award in the categories of One of a Kind and Service Journalism. Penny Caldwell, publisher of Cottage Life and former editor-in-chief, has been named this year’s Outstanding Achievement Award winner for her innovative and creative contributions to the Canadian magazine industry.

With a clear and creative editorial strategy that is loyal to their brand, readership, and business, Cottage Life continues to diversify its mandate, grow its audience, and excel at publishing. The magazine’s tone is perfectly playful, the stories educate and delight, and the packaging is alluring and inspires its readers to action.—National Magazine Awards Jury

Explore

Explore is dedicated to publishing the best of outdoor adventure, seeking rich stories of outdoor recreation and adventure travel produced by authentic voices. Within their wide range of content, the magazine aims to always include an element of exploration in the outdoors.

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Explore magazine has an extensive record of National Magazine Awards; dating back to 2001, the magazine has won 56 National Magazine Awards among more than 150 nominations. This is the third time the publication has been nominated for Magazine of the Year, having also been a finalist in 2002 and 2006.

With remarkable strength and clarity in packaging travel features, practical how-to guides, gear reviews, and more, Explore is that rare magazine in which every page engages the core audience. Its content is accessible, its writers dig deep into their stories, and its no surprise that the magazine’s readership is growing fast.—National Magazine Awards Jury

Nouveau Projet

Nouveau Projet is a culture and society magazine, aiming to stimulate and nurture public debate through curious, sincere, and deep-seated articles. Though the magazine is only five years old, it isn’t new to the Magazine of the Year award. 2017 marks the fourth consecutive year that the Montreal-based publication has been a finalist for Magazine of the Year, winning in 2015 and taking Honourable Mention in 2014 and 2016.

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Nouveau Project is also nominated for a total of 8 awards this year, including Essays, Fiction, Poetry, Art Direction of an Entire Issue, Art Direction of a Single Magazine Article, and Best Words & Pictures.

In the quality of its writing, visual content and design, Nouveau Projet is simply mind-blowing. The magazine surprises and delights readers with big ideas, fresh and original journalism, and beautiful illustrations that complete a thoughtful aesthetic. The magazine’s commitment to developing a strong community of readers is laudatory.—National Magazine Awards Jury

Ricardo

Ricardo engages readers as a magazine brimming with delicious, affordable, and simple recipes, aiming to gather friends and family around the table. With their national distribution, they strive to put cooking within reach from coast to coast.

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Since 2011 Ricardo has been awarded three Gold Medals and nine Honourable Mentions at the National Magazine Awards. This year – aside from the prestigious Magazine of the Year award–Ricardo has been nominated in five categories. Photos of irresistible chocolate desserts earned photographer David de Stefano a nomination in the category of Lifestyle Photography, while colourful images of strawberry-themed desserts earned the artistic team at Ricardo a nomination for Best Magazine Cover. Other nominations include Best Service Editorial Package and Best Words and Pictures.

Ricardo is an authoritative magazine and media brand that feels alive and energetic with innovation, now reaching beyond Quebec to the rest of Canada. The food photography is top-notch, the branded merchandise is exemplary, and the service it provides to readers sets the standard for lifestyle magazines.—National Magazine Awards Jury

The Kit Compact

The Kit Compact was launched in September 2015 with the goal of offering Toronto millennials Canada’s most compelling beauty and fashion content. The magazine celebrates fascinating style personalities and features a diverse array of real women, using the power of digital, print, and social to tell rich, engaging, multi-platform stories.

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The Kit Compact is a first-time NMA nominee, and they’re starting off strong with a nomination for the prestigious Magazine of the Year Award. Aside from that, The Kit Compact is also nominated for Portrait Photography, for “Deep Impact” (created collaboratively by photographer Luis Mora, art director Jessica Hotson, and editor Rani Sheen), in which six Toronto women “showcase the boss possibilities of black makeup.”

At the intersection of fashion, feminism, and the millennial generation, the new Kit Compact feels like the perfect breakout magazine for 2017. With a successful distribution strategy, robust digital and social platforms, and a commitment to supporting emerging artists and designers, it’s a magazine of profound energy and creativity.—National Magazine Awards Jury

The winner of the National Magazine Award for Magazine of the Year will be announced on May 26 at the 40th anniversary NMA Gala in Toronto.Tickets are on sale now.

Can’t make it. Follow us on Twitter @MagAwards where we’ll be live-tweeting all of the awards announcements.

This year, 197 Canadian magazines from coast to coast to coast—English and French, print and digital—entered the best of their editorial and design work to the National Magazine Awards, submitting the work of more than 2000 writers, editors, photographers, illustrators, art directors and other creators.

“We’re thrilled to announce the nominees for the 40th anniversary National Magazine Awards. More than 200 Canadian creators—writers, photographers, illustrators, designers, poets, and more—are up for awards in 25 categories. My thanks to our judges who have done a rigorous job over the past few months evaluating the best work in the country. It’s been a significant year for Canadian storytelling, as the impressive caliber of the nominees attests. We’re looking forward to celebrating the best of Canada’s creative talent together at the Gala on May 26.”
—Nino Di Cara, President, NMAF

Gold, Silver and Honourable Mention awards will be announced at the Arcadian Court in Toronto on May 26, at the 40th anniversary National Magazine Awards gala. Gold Awards in Writing and Visual categories include a cash prize of $1000.

Tickets are on sale now. A limited number of tickets for nominated freelancers will be available at the discount rate of $35, thanks to the support of our Table Patrons.

TOP STORIES OF 2016

The 40th anniversary National Magazine Awards honour the best in Canadian magazine journalism from 2016. Some of the most frequent topics that our judges saw among this year’s entries include:

Among this year’s nominees, some of the top stories include:

“Justice Is Not Blind” (Maclean’s)—a nine-month investigation by Nancy Macdonald and the Maclean’s team looking at the ways in which Canada’s justice system is biased against Indigenous people. Nominated in Longform Feature Writing and Investigative Reporting..

“Company Province, Provincial Company” (Report on Business)—journalist Bruce Livesey’s investigative profile of the Irving family and the politics of New Brunswick’s energy sector. Nominated in Longform Feature Writing and Investigative Reporting..

“The Fighter” (United Church Observer)—a stirring portrait of Willie Blackwater, a B.C. Indigenous man who survived a residential school and then led the fight for justice, written by journalist Richard Wright. Nominated in Longform Feature Writing and Profiles..

“Love Your Body” (NOW Magazine)—a series of bold photographs by Tanja-Tiziana accompanying a set of profiles on the issue of body shaming. Nominated in Portrait Photography and Best Words & Pictures..

“Whatever Happened to Michael Bryant?” (Precedent)—writer Daniel Fish investigates the life and times of the former Ontario Attorney General, whose involvement in the killing of a cyclist led to PTSD, years out of the spotlight, and finally a path to redemption. Nominated in Professional Article and Profiles..

“Canada’s Best New Restaurants” (Air Canada enRoute)—the annual guide to Canadian culinary innovation by Andrew Braithwaite and the enRoute team is nominated in Service Journalism and Best Editorial Package..

TOP NOMINATED MAGAZINES

FIRST-TIME NOMINEES

Magazines nominated for their first National Magazine Award include:

ACKNOWLEDGEMENTS

The NMAF gratefully acknowledges the support of the Government of Canada, the Ontario Arts Council, and the Ontario Media Development Corporation. We are also thankful for the support of Access Copyright, Alberta Magazine Publishers Association, Bookmark, Canadian Media Guild, Canadian Writers Group, CNW, ExpertWomen.ca, Goetz Storytelling, Impresa Communications, Rolland Enterprises, Studio Wyse, TC Transcontinental Printing, and Very Good Studios.

GALA TICKETS

The NMAF will welcome Canada’s top writers, artists, editors, art directors, publishers and other creators to the 40th anniversary National Magazine Awards gala. Gold, Silver and Honourable Mention awards will be announced at the Arcadian Court in Toronto on May 26. Tickets are on sale at magazine-awards.com.

A limited number of tickets for nominated freelancers will be available at the discount rate of $35, thanks to the support of our Table Patrons, including Access Copyright, Bookmark, Alberta Magazine Publishers Association, Canadian Media Guild, Canadian Writers Group, CDS Global, and ExploreWomen.ca.

ABOUT THE NMAF

A charitable foundation, the NMAF’s mandate is to recognize and promote excellence in content creation of Canadian print and digital publications through an annual program of awards and national publicity efforts.

The Foundation produces two distinct and bilingual award programs: the National Magazine Awards and the Digital Publishing Awards. Throughout the year, the Foundation undertakes various group marketing initiatives and professional development events.

Penny began her career in magazines as a freelance journalist, writing for sports and boating magazines at a time when it was rare for women to cover those topics. In the summer of 1988, a spirited new publication called Cottage Life debuted, and Penny was tapped to write a feature for the inaugural issue about how to buy a windsurfer.

“There’s no doubt about it,” wrote Penny in the opening lines of her first Cottage Life story, “those hot, lazy days of summer are better at the cottage—and best when you can spend most of your time in and around the water.” She still feels that way.

From her modest start as a freelance writer, Penny began to develop and hone the panoply of journalism and leadership skills that she has come to embody today. In 2000, she was named editor-in-chief of Cottage Life, where she quickly earned a reputation as an editor of considerable passion and frequent praise. In her 15-year tenure as editor, the Canadian Society of Magazine Editors named her its Editor of the Year a record four times, while Cottage Life won Magazine of the Year at the National Magazine Awards in 2003 and again in 2014.

“The hallmarks of Penny’s style are conscientiousness, diplomacy, and kindness. There are never any questions she won’t take the time to answer. No matter how tight the deadline, there is always time to adhere to the tight standards she sets for herself and inspires in her colleagues.”—Cottage Life Media CEO Al Zikovitz

Consistent with the evolving roles of a modern magazine leader, Penny was named brand manager and later vice president of content strategy and development before assuming the mantle of publisher in 2015, succeeding Al Zikovitz. That year, the NMA jury named Cottage Life Canada’s Best Magazine Brand for demonstrating a level of innovation that sets the standard for the industry and represents how a magazine can succeed beyond print with dynamic and thriving extensions.

“As a publisher, Penny has demonstrated her adaptability to changing circumstances and serving readers across multiple platforms. This includes print, digital, television, e-commerce, and live events.”
—D.B. Scott, magazine consultant and publisher of Canadian Magazines

Today, Cottage Life reaches over six million Canadians every year as perhaps the savviest magazine brand in the country.

Beyond the walls of Cottage Life’s old cozy HQ at 54 St. Patrick Street in Toronto, Penny has made an indelible mark on the wider magazine industry as a mentor, teacher, volunteer, and advocate for a stronger magazine community. She was a member of the original Magazines Canada task force that developed the industry’s advertising-editorial guidelines, and has sat on the curriculum development committees of MagsU and MagNet.

“Penny’s insights and thoughtful contributions have always put the interest of readers first. Her calm, cool, and collected demeanor informs her success as an editor and publisher.”
—Patrick Walsh, editor-in-chief, Outdoor Canada

“Penny seeks connections for everyone she meets. She sees that if she fosters this talent within our industry, our collective chances at success—at having healthy, thriving Canadian magazines—are so much greater.”
—Jess Ross, multiplatform content director at TVA Publications

All the while, Penny has frequently volunteered her time to sit on panels, juries, and boards of directors (including the NMAF from 2004 to 2010). Currently she serves as president of the International Regional Magazine Association (IRMA), where she has chaired awards committees, led numerous conference sessions, and developed the IRMA Connection initiative to improve communication and learning between members. “Penny is incredibly hard-working and an impressive problem solver who always has time for those who need her help,” says Tara Flint, executive director of IRMA. “She fosters positive discussions and brings out the best in others.”

“Penny’s career exemplifies the best of what it means to lead a magazine: a deep respect for the audience, a commitment to the highest quality, a desire to innovate, and a dedication to respecting and fostering the talent of those with whom she works.”

For her commendable leadership in every role she has assumed, the NMAF is proud to honour Penny Caldwell with the 40th anniversary Foundation Award for Outstanding Achievement. Penny will receive her award and recognition at the 40th anniversary National Magazine Awards gala on May 26 in Toronto.

The nominees for the 40th anniversary National Magazine Awards will be announced on Thursday April 20.

ABOUT THE OUTSTANDING ACHIEVEMENT AWARD
The NMAF’s most prestigious individual prize is the Foundation Award for Outstanding Achievement, an award that recognizes an individual’s innovation and creativity through contributions to the magazine industry.

The award is open to circulation experts, editors, marketing, sales and promotion professionals, publishers, creators, designers, production managers – in short, to everyone in the industry. It cannot be given posthumously.

The Judging Committee of the National Magazine Awards Foundation will consider the nominations, along with nominations from members of the Committee itself. The Board of the National Magazine Awards Foundation will select the winner.

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Looking for that perfect (okay, perfect last-minute) stocking stuffer? Do they love to read, laugh, cook or shop? Do they love great writing, photography and illustration? Then stuff a great, National Magazine Award-winning magazine in that stocking. Here are some of our favourites from 2016. (And for more ideas, check out our holiday book guide, with new books by NMA-winning writers.)

Maisonneuve
A quarterly magazine of arts, literature, ideas and culture, published in English in Montreal. You’ll find a great mix of new and established writers, artists and photojournalists packaged around award-winning design. A perfect magazine for an afternoon on the sofa or a long train ride home. Also, it’s Canada’s Magazine of the Year in 2016 (1 of 5 NMAs it won this year), so you know every issue is a must-read.2 years (8 issues) for just $30

Eighteen Bridges
Winner of 4 National Magazine Awards in 2016 including Essays and Investigative Reporting, this thought-provoking magazine of longform journalism published in Edmonton is consistent in introducing readers to Canada’s best writers and important stories.4 issues for $26

CNQ: Canadian Notes & Queries
Winner of the 2016 National Magazine Award for Fiction, CNQ publishes some of this country’s finest literary criticism, poetry, graphic works, and short fiction.1 year (3 issues) for just $25

Vallum
Winner of the 2016 National Magazine Award for Poetry, Vallum is one of Canada’s very best publications for poetry and literary reviews, and regularly features Canada’s best poets as well as emerging ones.1 year (2 issues) for $20

Globe Style Advisor
Also a winner of 4 National Magazine Awards in 2016 for its photography and design, Globe Style is one of our favourites for fashion and style journalism. Get it with your Globe & Mailsubscription. And you can get award-winning Report on Businessmagazine, too.

Western Living
An award-winning magazine of design, decor, lifestyle and more, Western Living was a 2016 National Magazine Award winner and consistently delivers quality ideas that are in line with the latest and greatest trends.1 year (10 issues) digitally for just $18

The Feathertale Review
A literary magazine dedicated to great humour (twice an NMA winner in that category), Feathertale makes a great gift for anyone who loves to laugh and enjoys the lighter side of CanLit.1 year (4 issues) for $30

Cottage Life
A Canadian tradition in a magazine, Cottage Life is not only the perfect companion to country living in all four seasons, it mixes practical advice with award-winning journalism. Don’t go into the woods without it.1 year all access print and digital for $30

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Two weeks from tonight Canada’s magazine publishers and creators from across the land will come together to acknowledge creative excellence at the 39th annual National Magazine Awards. One of the awards to be presented on June 10th in Toronto is the award for Best Magazine Brand.

The award for Best Magazine Brand goes to the publisher whose brand best delivers on their editorial mandate through at least three platforms, which may include a print or digital magazine, website, SIP(s), mobile app(s), tablet, social media, television shows or video, radio broadcasts or podcasts, live events, innovations in print or digital media, and other forms of audience engagement.

This year’s National Magazine Awards jury selected three finalists from across Canada based on four criteria:

Quality: How successfully does the magazine brand deliver quality content and design in its brand’s platforms, and what is the overall quality of its presentation of material to the jury?

Innovation: How successfully is the magazine brand creating opportunities to reach and grow its audience?

Impact: How successfully does the magazine brand engage with its intended audience, satisfy their needs, and provide a rewarding experience?

Brand Awareness: To what extent has the magazine brand built an engaging, reliable and trustworthy identity?

The winner will be presented at the National Magazine Awards gala on June 10th. And the nominees are…

From a magazine founded in 1988 to answer all the confounding questions about owning a cottage, Cottage Life has evolved into a multidimensional media brand reaching a monthly audience of 3 million with radio and TV programs, consumer events, books, branded merchandise, interactive media and more. In 2015 the brand expanded to augmented reality through the Blippar platform, enhanced its e-commerce site, partnered with Moose FM on the “dock-to-dock” program, and created a special Cottage Life-themed menu for the Carbon Bar in Toronto.

RicardoPublished by Ricardo Média Inc.Brigitte Coutu, Publisher

A truly national food magazine—with an English edition recently joining the French-language title that reaches over 1 million Quebec readers—Ricardo is famous for its test kitchen which has created over 5000 original recipes. In 2015 its website reached over 2 million monthly visitors, while the brand launched an English-language YouTube channel and several interactive digital editions, published a children’s cookbook, and partnered with the Canadian Breast Cancer Foundation on Cook for the Cure. Its renovated headquarters now includes a boutique, event space and a rooftop garden and apiary with over 20,000 bees for a branded line of honey.

SpacingPublished by Spacing MediaMatthew Blackett, Publisher

Spacing continues to raise the bar for small magazine brand innovation through events, retail and audience engagement. Its four 2015 issues focused on contemporary themes of city life and reached a 80% or more sell-through rate on newsstands. The Spacing Store has opened up new avenues for partnerships and revenue through branded and city-themed merchandise, resulting in a 100% increase in revenue for the magazine during 2015. Last year Spacing teamed up with Metrolinx to put on two events on wayfinding in Toronto, and also hosted popular launch parties, book readings and contests including the Jane Jacobs Prize and a photographers’ tour of Lower Bay Station.

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Search for:A charitable foundation, the NMAF’s mandate is to recognize and promote excellence in content creation of Canadian print and digital publications through an annual program of awards and national publicity efforts.